Seo and Social Media Marketing Strategy: Individual Final Assignment

SEO - SMM Strategy Stanford Continuing Studies Angela Alunni: graded

Prof. Jason McDonald

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Strategy – Index

Business Proposition

Define what I sell

Target Customer

My customers

My SEO Strategy and TODOS

Identify keywords. On Page SEO Identify High volume – high value keywords related to my business. Measure my rank on Google and Bing (I don’t have a website yet. I made theoretical hypothesis ) My Website = On Page SEO Page tags: weave my target keywords into the html page tags Website structure: home page - landing pages – optimize website layout Create Content Content SEO strategy: When, where, what, how and how often. Press release SEO: Leverage news and free syndication services for SEO Buzz on social media Blogging: Set up a blog that follows SEO practices, Connections to social media platforms Google+ and Twitter, Facebook. Go Social. Off Page SEO WEB LINKING: Leverage external web link, create a long-term link building strategy. Get Relevant Inbound links

Social Media Strategy, Todos and Metrics

SOCIAL MEDIA SEO Leverage social media to boost my website authority on Google: look for social media mention opportunities Leverage Social Media Platforms to enhance SEO: Twitter - Google+ - Facebook - LinkedIn - YouTube Local Optimization: = SEO + Local + Reviews Metrics

Measure with Google Analytics my results: Measure goals such as registration or sales

Measure my rank Inbound keywords Paths taken by customers once they land on my website



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1. Business Proposition Company Name and Value Proposition

Italian Touch Inc.

I will offer my Customers a unique experience to eat great genuine food prepared in the privacy of their houses in front of their eyes. An exclusive experience to taste Italian food served on delightful

table decorated with unique taste that will bring a moment of Italian DolceVita and a magic atmosphere.

Headline: Italian Food Style to people life and houses.

Business Proposition: Chef a Porter. Offer of genuine, handmade Traditional and Contemporary Italian Food and Cuisine at home. Private dinners for medium small groups, couples. Private and open cooking classes of Italian Food/ Cooking. Catering for small groups. Mise en Place in 4 different styles and house décor for the occasion.

2. Target Customer

My target Customers are: Professionals, women and men that have no time or are not able to cook or to learn how to do it but need to prepare a dinner at home for different occasions: party, romantic dinners, family dinners, family reunions dinners, private business dinners, children’s’ parties, party with friends. Service = Commodity. People passionate about food in general, that love to see how to cook some recipes of Italian Food and then to eat it of course. This approach is directly related to the pleasure of looking at someone that is preparing food. Service = Show. Personal Interest. Fun. Aged People that require someone to cook for them and want to offer a good lunch or dinner to his guests. Service = Need Small Institutions that might need catering for small medium groups of people. Service = Corporate Catering



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3. My SEO Strategy and TODOS

On page SEO

Identify Keywords Building keyword-heavy content (that communicates my priorities to Google) Use Page tags such as: Title tag on each page Header tag family Image alt attribute HTML cross-links from one page to another one on my site Use Keyword Density Write keyword heavy copy for the web pages Pay attention to the writing quality = (LSI) latent semantic indexing = placing my keywords into grammatically correct sentences. Make sure that my writing contains similar and associated words & keywords targets. Home page SEO. Place keywords: In strong density on my homepage In natural syntax Creating one click links from my home page to -> my subordinate pages Website structure Organize it to be Google friendly: Keyword heavy URLS Cross-linking with keyword text Set landing Page Goals Move potential customers up my sales ladder: from website landing to a registration for something free or a sale. Each page must have clearly visible the path to the desired action (registration etc) Each page must move customers up the sales ladder. Show something enticing like a free gadget or free download, free consult or webinar.



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Keywords First step: Brainstorm my keywords, by which potential customer might search for me on Google I will think like a customer: Assume I am completely new Segment my customers into different groups: apply specific keywords to each group Look for specific “helper” words that a potential customer might use? Keywords Brainstorm: Synonyms Competitor names Misspelling Alternative word orders Identify Keywords: Brainstorming – alternative word order -

Catering exclusive Italian food Chef at home

Cooking private service Private dinner at home Catering/ caterer

Small/ medium catering Catering for Romantic dinner Home Dinner for groups

Italian pasta/ Lasagna Italian cooking classes Cooking classes

Personal Chef Private cook Italian cook

Cooking lessons Cooking Italian Learn to cook Italian

Home/house private dinner Italian cooking Catering Italian menus

Catering for party/parties Food for parties Italian catering

Chef home/service Personal chef service Buffet dinners

Cocktail parties

Synonyms

Pasta spaghetti lasagna gnocchi cannelloni

Cooking- food – catering - menu - list

Private couple romantic dinner for 2

Private chef - chef a porter - private cook - private dinner

Lessons classes teach learn course school



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Reverse Engineer

Identify my Google competitors (those doing well with SEO) and reverse engineer their websites to steal their keywords and tactics. I will Look at <Meta name=”description”content=”…”> I will Look at <Meta name=”keywords”content=”…”> I will write down competitors Keywords, synonyms, Types. Goal is to steal the competitors’ keywords (those that do well on Google) Results of Reversed Engineer

Competitor ( 3 examples ) Description Keywords

Garbo’s Personal chef Service http://chefgarbo.com/

description"

content="Personal

Chef San Francisco

– Chef Garbo

Specializing in

Organic –

Gluten Free –

Gourmet Cuisine

Contact Chef Garbo

Now Personal

Chef Garbo creates

special diet plans

including: Gluten

Free – Low

Carb – Paleo

– Weston A. Price –

Weight Watchers –

South Beach Diet –

Dr. Fuhrman Diet

and

more. Garbo’

s mission is

…" />

Personal chef service Healthy meals for Busy People Serving the San

Francisco Bay

Area

http://www.deborahdalfovo.com/DeborahDalFovo.ItalianChef.PrivateChef.htm

Not found Not found

http://www.flourgirlchef.com/ Not Found <meta

name="keywords"

content="Persona

l Chef, San

Francisco,

Personal Chef

Service,

Peninsula, SF,

In-Home Cooking,

San Francisco

Personal Chef">





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Other possible Keywords search

Google Tricks to identify other keywords: Search keywords on browser

Google Suggested Searches: based on users queries, quick easy way to find “helper” words for any given search.

Google Related Searches: based on what people often search. Tilde ~: type in the search box tilde ~ in front of any keyword/ word for which there might be a

synonyms.

Google Suggest Google related Tilde ~

Personal Chef Personal Chef SF Personal Chef San Francisco Personal Chef Bay Area

personal chef salary

personal chef service

personal chef cost

personal chef prices

private chef

personal chef jobs

personal chef menus

personal chef recipes

Private Chef Ps: not many synonyms found with ~ synonym operator

I will use Google most comprehensive Google’s AdWords keyword Planner -> create an account

and look for keywords’: I. Volume

II. Value III. Keywords Ideas IV. Compare phrases + get ideas V. Compare educational VS Transactional Keywords

VI. Evaluate CPC values

https://www.google.com/search?newwindow=1&es_sm=93&q=personal+chef+salary&revid=351125159&sa=X&ei=BqUTVd75KJPgoATHzoDABw&ved=0CJwBENUCKAA

https://www.google.com/search?newwindow=1&es_sm=93&q=personal+chef+service&revid=351125159&sa=X&ei=BqUTVd75KJPgoATHzoDABw&ved=0CJ0BENUCKAE

https://www.google.com/search?newwindow=1&es_sm=93&q=personal+chef+cost&revid=351125159&sa=X&ei=BqUTVd75KJPgoATHzoDABw&ved=0CJ4BENUCKAI

https://www.google.com/search?newwindow=1&es_sm=93&q=personal+chef+prices&revid=351125159&sa=X&ei=BqUTVd75KJPgoATHzoDABw&ved=0CJ8BENUCKAM

https://www.google.com/search?newwindow=1&es_sm=93&q=private+chef&revid=351125159&sa=X&ei=BqUTVd75KJPgoATHzoDABw&ved=0CKABENUCKAQ

https://www.google.com/search?newwindow=1&es_sm=93&q=personal+chef+jobs&revid=351125159&sa=X&ei=BqUTVd75KJPgoATHzoDABw&ved=0CKEBENUCKAU

https://www.google.com/search?newwindow=1&es_sm=93&q=personal+chef+menus&revid=351125159&sa=X&ei=BqUTVd75KJPgoATHzoDABw&ved=0CKIBENUCKAY

https://www.google.com/search?newwindow=1&es_sm=93&q=personal+chef+recipes&revid=351125159&sa=X&ei=BqUTVd75KJPgoATHzoDABw&ved=0CKMBENUCKAc



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Sum Up

Final Keyword Worksheet

core keywords helper keywordssearch volume search value competition volume Vs Value

hire a pers. chef chef to go, private chef in san francisco70 $6.88 high

culinary 350 $30.68 medium

personal chef 70 $5.55 high

catering cat. Supplies 200 $0.55 medium

chef service 110 N/A medium

hire a chef hire a chef for a night, for a dinner party, for a day240 $4.48 high

chef san 190 $5.72 high

chef dinner chef dinner at home 60 N/A high

I have considered keywords that I would type into Google as a novice Keywords related to my segmented customers into different groups Helper Customer might use locality Misspelling Synonyms Alternate Word Order Competitors Name Free/ cheap/ information Evaluate which social media tags work better as sales ladder Evergreen Vs time-sensitive content keywords Educational Vs transactional Once I will have my website and I will have embedded the keywords into the strategic HTML tags, I can periodically check how my website ranks on target Google searches, on the organic results only. I will use sitemap-rank or Rank Checker. Also, as my business is local, I will check manually how I rank on Google+ local.



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Website structure

SEO homepage: Powerful home page title tag to convey to google my website’s primary keyword theme ( less than 80 Characters/only 66 visible) + powerful meta description tag ( limit 155 Characters)

Homepage: one click away from the landing pages ( =one click away from my target keywords)

I will use my home page to send signals to Google that say that my website is alive, fresh, and active with at least 3 timely press releases or blogpost.

I will create an HTML sitemap for Google/Bing that makes easy for these search engine spiders to go from page 1 to page 2 to page 3 of my website/Googlebot to crawl my website

o A can use a free tool – go-web tools-to create my XHTML sitemap o I will create a robots.txt file that points to my XHTML sitemap o I will log on to Google’s webmaster tools/create an account/submit my sitemap.xml file

to Google. Pay attention to my crawl errors and html suggestions. My participation to Webmaster tool will be a plus for my website, compared to those who don’t.

Each page of the website must match priority keywords targets and the home page, which is the most important, must contain my most important keywords at least once

Keywords Keywords

Localized Landing Pages

Home-made dinners Chef a porter Dinner private service Personal cook Italian cuisine classes Menu Italia Catering for small groups Cook in my house Private cooking classes/lesson Quality dinners at home Private dinners for two Private romantic dinners Italian Food

Italian food classes Cooking classes Learn to cook Italian culinary class/es Private cooking classes Personal cooking lesson/s Learn to cook a full menu Party cooking class Learn to cook Italian Adjectives: Traditional Genuine... ..Italian food class Learn to cook at home

Home page

FOOD Chef at home

Landing Page

1. Home-made dinners

2. Chef a porter

3. Dinner private service

4. Personal cook

5. Italian cuisine classes

6. Menu

7. Italia

8. Catering for small groups

9. Cook in my house

10. Private cooking classes/lesson

11. Quality dinners at home

12. Private

Cooking CLASSES Landing

Page 2



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My target landing pages are my product/service pages must match common keywords searches my customers do on Google

Just one click away from the homepage, Because Google interprets this one click, A major signal of a keyword’s importance.

As my business and the service I provide is local, San Francisco and surroundings, Bay Area I also need Localized Landing Pages to rank better on Google if my prospect makes a localized research on Google search.

Cities to consider should include: San Francisco and Bay Area, Marin County, Sausalito, Tiburon, Palo Alto and San Jose’:

o Design: For each of this cities I will provide a list of Design shops that cooperate with me from which I get design pieces.

o Food: I have to specify that I can serve San Francisco and the Bay Area.

I don’t have to overdo with localized landing pages as Google consider this doorway pages and a violation of its terms of service.

Domain My domain And the URLs will contain target keywords

Example: www.italiantouch.com/food-dinners/decor/restyling/sf.html

Keywords used are

Brand Name=Italian touch = home page

Services provided= food-dinners = décor restyling = these are my two Landing Pages.

Main Area= San Francisco = Localization of the Business

This Directory Structure = presence of keywords in the URLs and how far those URLs are from the homepage = Root Directory is shallow and flat.

I will Avoid Parameter URLs with numeric geeky codes and marks/signs that indicate to Google that this is a “temporary” page not worth indexing.

If they are, I will ask my webmaster to convert them to static or pseudo static URLs

Keyword Heavy Paragraph Footer of both Home Page and 2 Landing

Pages (max 500 Characters)

Content SEO Marketing Strategy

Company name = Touch and My name = Angela Alunni Brief Description of the Service Provided -with keywords embedded = Positioning Statement Contact with address (Local SEO = local business) Social Media Tags: Instagram/ Pinterest/ for images of the service: food, tables, home restyling and décor Blog: the keep the Page fresh and updated with some new content Facebook/ Twitter: Post, News, recipes, pictures = Miscellaneous content. Newsletter sign up: to get a monthly Italian Menu easy to realize Local Search Tags/links: Google+ Local, City Search, Yelp reviews, Insider Pages

http://www.italiantouch.com/food-dinners/decor/restyling/sf.html



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CREATE KEYWORD THEMES:I have to create web pages content that match Google search queries. These searches can be DIVIDED IN KEYWORDS THEMES:

THEME: Branded Searches

THEME: Anchor Searches

THEME: Keyword Specific Searches

THEME: News searches But also:

Evergreen Vs time-sensitive content keywords

Educational Vs transactional I will create:

Proper content that also match my keywords themes.

An on-going process - I will opt for a weekly/monthly release – of SEO friendly contents on my web site.

Results:

Branded searches = Angela Alunni / Touch Design/Touch food

Anchor Searches =

Keyword Specific Searches =

News searches =

My SEO Content will be created through: Social Media networks: Instagram/ Pinterest/ for images of the service: food, table décor, dishes. Facebook/ Twitter: Post, News, recipes, pictures = Miscellaneous content Blog: the keep the Page fresh and updated with some new content Newsletter sign up: to get a monthly Italian Menu easy to realize = LINK BAIT Local Search: Yelp tag – Local search – Google + for Local SEO with to get reviews and improve the ranking Other content: Widget for FOOD/ Newsletter with: A perfect Italian Dinner Menu for two Easy to realize 3 courses Monthly Release Put on the Food Landing Page Press releases or Blogs = my free syndication Service



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Press Release Calendar List of Possible press release topics and dates of release

TOPIC Target keyword

WHEN HOW

New Product or Service

new “Great new menu!!”

Once a month Blog -> twit, fb, post on website

Annual Trade Show Touch participated..

New trends During the occasion

Same as above

Personnel Changes New hire

Happy / great Italian chef

City name of

where he operates

“ we are proud to introduce

our new Italian passionate

chef!”

During the occasion

Same as above

New Website Content App Great new app to book our

service

When it happens Same as above

Partnership Announcement

Passionate culinary

colleagues

“exceptional high quality

new provider of …”

When it happens Same as above

Industry awards and Milestones

Unique Successful

Atmosphere City name

Photographs of dishes, dinners,

tables, atmospheres

After each positive and successful

service

Blog -> Instagram, pinterest

New inventory

Commentary on an industry trend

New recipe Glourf food

Each press release must have: o A press release section on my website o Independent URL and o Include a one click link from the homepage to the press release. o I can leverage free syndication service – PRLog.org - or paid syndication service –PRWeb.com - to

proliferate mentions of my press releases around the internet o Structure:

Exciting headline/ <TITLE>tag to attract attention and interest First paragraph with main idea/<META DESCRIPTION>tag A target URL on my website to which attract Google: Embed this in the first paragraph and have

it as a naked URL (http://) format in the 3rd paragraph I will use best SEO practices like H1 family, <B>, <STRONG>. Several paragraphs describing the my news



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images with <ALT>attribute have a directory called: www.italiantouch.com/news/ host each press release in HTML linked to from a primary news gateway page I will run at least 3 press releases with “one click link down” from the home page to the press

releases = optimization = freshness for Google! TWO Press Releases per month. Blogging This is the most powerful for my SEO. This allows me to sculpt content for more narrow keywords specific queries (full control) and to respond quickly to industry buzz and trends. Also, if I use my blog frequently I will send a powerful signal to Google that my website is fresh, active. I will blog with heavy keywords to get on the top of Google and I will connect to my social media network: Facebook, twitter and Google +. And to Instagram and Pinterest for more photographic blogs. Blogs can be more informal and opinionated than press releases. ONE blog per week. I will blog:

1. About each service (the best ones) I have provided and has had a particular effect and outcome. 2. I will specify where the job was located to help geo targeted researches 3. Industry trends and events. 4. About my own website, explaining what new content I am creating and why. 5. I can identify Blog opportunities with my partners. 6. Industry awards and milestone. 7. Blog also acts as a link bait, so I will host my blog on my website: www.italiantouch.com/blog 8. I have to be sure that my blogging platform allows basic on page SEO -> use keyword heavy title

and Meta description tag, header family image with alt attribute and keyword heavy cross link. My blog should allow me to tag a post with keywords and these tags should act as URL cross-links, the URLs should be keyword heavy. Each Blog must have tags (very important for SEO)

9. I need ONE click links from my home page down to at least three rotating blog posts. Examples of the above:

1. A nice dinner, table, recipe, and atmosphere I have created on a table, mise en place. 2. Pictures of Dinner in San Francisco, or school class in Berkeley, or Private dinner in Tiburon 3. New ways to décor the table, a new presentation for a bottle of water, a new trendy dish. 4. Announcing the imminent release of a new Free Menu with Recipe on my website 5. Talk about a nice shop where I usually buy high quality ingredients for my dishes 6. My #100 dinner!! Or a new professional class I have made! New recipe I invented! 7. Simply a link of my webpage 8. Wordpress.org: To develop my Blog I will use wordpress.org. As I am using WordPress, I will

have also to install Yoast SEO plug in (yoast.com) 9. I will place 3 blog posts a month on my website page, with rotating themes. I won’t publish the 3

blogs together but one a week, so that they rotate.

MY LINKS STRATEGY

http://www.italiantouch.com/news/

http://www.italiantouch.com/blog



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OFF Page SEO

Great references Here I don’t fully control the elements It Is all about

building external links to my site, getting good references, Cultivate positive Buzz. Cultivate natural inbound links as opposed to artificial links (manipulation).

Actions: Link Building Links are the votes of the WEB. Get as many websites to link back to my website (especially high Page Rank/ high authority) using keyword-heavy syntax = link building. Freshness Google reward sites that shows activity. Communicate to Google that I’m active via frequent content updates = BLOG POSTS – PRESS RELEASES. Social Mentions: the Buzz of the Internet Google looks for mentions of my website on social sites: Google+, Facebook, and Twitter. The profile must be active.

EXTERNAL LINKS = LINKS AND SOCIAL MENTIONS Google pays great attention on how the others speak about my website, whether in the format of inbound HTML links or inbound social mentions. They are counted as votes by Google. Define my link objectives: it must have a good syntax and must contain a keyword/ key phrase nested in the <A HREF> tag

<A HREF= “http://www.italiantouch.com/”>fooddecor</A> *IPOTETIC: IT DOESN’T EXIT YET

I will try to get my links from high authority websites ( these are valuable even if with the rel=”nofollow” attribute) and in general as many links as possible. I will create different keyword communities related to my business. Easy link first from my Ecosystem Partners = companies I do business with, industry trade show website, suppliers, charities I support, local Universities. Suppliers

Grocery stores, wine shops, Italian grocery stores, places where I buy plates, glasses, home décor, flower shops

Company I do business with

Support Catering service, food transportation service, institutions or companies I work for events.

Tradeshows

Events related to food – conferences – Italian Festival of Food Show -

Charity I support

Glide Church

Local university

Academy of Art = food section



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Links from Social Media Profile are very important to me because my company operates locally and I need to be included in Google + Local, Yelp, Citysearch and other local listings. Facebook, Twitter and Google+ profiles of my company, they will all include links. Directory links: I will try to appear on directory links related to my industry. AddURL/directory/catalog +my keyword

Contact Blogs and Bloggers for links Keywords+ blog on Google Search

Blog Contact person

Complementary Competitors (Vs. Direct Competitors) for links

Complementary competitors

Reverse Engineer my competitors’ links Identify complementary competitors that link to my direct competitors and might link to me as well

Competitors URLs Page Rank

Reverse Engineer with: Open Site Explorer AHrefs LinkDiagnosis: my favorite. Identifies page rank and tells if the no follow tag is in use. Export

data to excel allowed. Create Link bait

Content that is compelling and people will spontaneously link to it: Customer of the month contest Supplier of the month award Email, call, gifts to blogs, portals, and content sites willing to cover my company. BLOG: I will write provocative, emotional and controversy blog posts BADGES: of yelp Widget: I will create a free widget that for any kind of pasta format (penne, farfalle, and

spaghetti) suggest the most appropriate dressing/ sauce. Infographics about food or design curiosities.



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4. Social Media Strategy and Metrics

Link in: My website will get inbound links via social mentions of URL from social sites like twitter, fb, LinkedIn and Google+. Link out: My website will link out my business accounts of: Yelp Google+ Citysearch Twitter Facebook LinkedIn YouTube Pinterest

All this sites will be Indexed by Google; Google will clearly see how active my company is on social media and how many followers I have.

Posting my URL on sites like twitter Facebook and google+, sends a signal to google algorithm that says that my company is active.

My company social media profiles will be completed with my important keywords My website will cross link with all my social media profiles. I will use the badges to easier the

cross connection. I will post content on my social networks profiles using my keywords, encouraging engagement

and interaction with my prospects. Also, I will benefit from the fans ’engagement from a SEO point of view

Also I can get social mentions of my URL from: Traditional easy targets like: Customers, Suppliers, My ecosystem partners They can: Post my blogs Tweet my URL Retweet my posted content Share my content on any social media network By reversing engineering my competitors’ websites or making searches on Google, I can find other social media sharers that might be interested in my content. Twitter I can find people tweeting on my keywords through twitter.com/search-advanced and typing in the research tab my keywords or my competitors’ name. I can reach out twitters that use my company keywords themes and have many followers and solicit them to tweet my latest blog post, press release or to talk about my free widget.



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Google+ Google+ represents a great opportunity for my business.

o The ownership of a Google+ Business Page, the cross link of it with my business website ( in the “contributor to” section)

o The use of Google+ Local + reviews, will strength my rank and my SEO results. o Presents unique SEO opportunity with its Google+ button and Google+ Corporate account o A strong Google+ Profile will enable authorship and I will get a picture to show on relevant

Google searches, which will enhance my personal/company brand -> I will have to enable Google+ authorship ( adding rel=author attribute to the end of the link).

o All the above can nurture my virtuous circle. I can find the heavy Google sharers, doing a Google research site: plus.google.com + “my keywords” and I can connect to them. Ps: I can do the same with all the other social media networks just through a simple google research: Site: Pinterest/LinkedIn/Facebook.com {keywords}- Blogs I can research Blogs in Google (keywords in the research field) and then -> select more -> select blogs. I will get in touch with them to be posted, linked, and mentioned. Another way I will use to find social sharers will be “topsy.com”, a search engine of social sharers.

LOCAL SEO As my business is local and serves San Francisco and the Bay Area, for me LOCAL SEO is a must. Local SEO and social media marketing are related to “review marketing”. Inventory of my search keywords It is necessary that I prepare an inventory of my search keywords and take note of those keywords that produce, with a query, many local search results – Google+ Local. I will search with single / short tail keywords queries.

Local Listing I will also claim my local Listing on Google+ Local and after I have done it, I will optimize my profile by writing a keyword heavy description of 200 characters. I will find claim and optimize also my local listing on the other major sites: Yelp CitySearch Citysearch Bing Places Or use “getlisted.org” to allocate all my relevant local listing.



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Consequently I will cross link my website to my listing URLs and vice versa. Obviously my listing will have my website address, telephone number and my website will have a badge of the website where I am listed. In this way it will be easier for Google to localize my website (and will get extra points to get on the podium too!!) Review Marketing Strategy As reviews are fundamentals to do well on SEO, as Google rewards websites that have more reviews, I will try to solicit with discretion positive reviews from the many happy customers I will have. Asking politely at the end of a successful service if he/she/they can review me on Google+ Local and co. A nice idea could be to send a thank you card for having relied on my business/ service and include in the footer “ please review us” followed by the list of my local Listings. Example of real-world promotion: Their review (if) will be followed my “Thank you” Email letter.

Metrics As I am planning to open a business - which doesn’t exist yet - I believe I should rely on all below metrics to understand which area of the social media marketing strategy I have developed works, doesn’t work or I simply have to implement. My Strategy relies on assumptions I have made about the behavior of my prospects, based on real data collected through researches done on the web (keywords, values, customer queries, etc.) but it might happen, that I haven’t evaluate properly the industry or the behavior of my potential customers. Through these metrics: Rank on Google Traffic Sources User Behavior I can adjust and correct my strategy to get better results.

Dear McDonald Family,

The Italian Touch Thanks You for allowing us to be part of your Important Moments!

The Italian Touch Angela Alunni “Please review us” on Google+ Local, Yelp, City Search.

www.italiantouch.com

Dear McDonald Family, The Italian Touch Thanks You for allowing us to be part of my

Important Moments!

The Italian Touch Angela Alunni “Please review us” on Google+ Local, Yelp, City Search.

www.italintouch.com



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My concrete goal at the beginning (3 months let’s say), Is to get likes, circles, newsletter registrations, followers on my blog, followers on twitter, downloads of my free widget. I will check how many customers stop on the pages that illustrates the services I provide (menus, recipes, different table’s mis en place, cooking classes etc.) and for what they show more interest. Consequently I will adapt my strategy to embrace their preferences and I will check my ROI during time. To measure my SERP rank I could use Open Site Explorer as I use Google. I will check my: Inbound links Domain authority = Page Rank Page authority Linking root domains And total links Google Analytics + Advanced Segments + Geographic location/ San Francisco (After having created a free account and downloaded and installed the JavaScript tracking code, and having placed it in the <HEAD> tag of the top of every page of my website and allowed at least 3 months for data to accumulate).. ..I will be able to get information about: AUDIENCE Number of visitors From where Search engines Referring sites REFERRALS Referring sites such as Blogs Portals News release From which I get my inbound traffic ORGANIC SEARCH Keywords and phrases that are performing well All these data will allow me to improve my strategy, optimize it and will give me useful hints suggestions about what type of content I have posted, create more buzz. Or about the keywords that work better. Also during a longer lap of time, I can evaluate if the changes I introduced, have created the wished traffic and sales (metrics before, during, after).



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